泡沫中的焦虑:广告社会化的价值批判

Anxiety in Foam:The Value Criticism of Advertisement Socialization

经济生活是当今社会最普遍的一种生活形态,广告则是这种生活形态的催化剂,当人们认为广告是经济生活不可或缺的重要因素时,广告就已经成为一种行为标准,一种价值取向,成了经济生活的必然选择,广告的社会化也便水到渠成,它主要表现在两方面:一是广告作为一种文化形态的社会普遍性;一是广告作为一种宣传手段的普遍性。我们应该对广告社会化产生的负面效应保持足够的警惕,这些问题包括:广告的社会化加剧了社会泡沫意识的繁衍;广告的社会化导致了社会焦虑心理的形成;广告的社会化造成"沉默的大多数"的出现。

Economy is the most common form in today＇s society, and advertisement is the catalyzer for this form. When most people consider advertisement as the absolutely necessary essence in economy, it has be- come a kind of the rule of behaviors, a value orientation and the inevitable choice in the process so as to make advertisement socially sensible, which is shown in two respects： cultural universality and publicity u- niversality. We should pay more attention to the unhealthy effects of advertisement socialization： the sprea- ding of social foam consciousness, the formation of social anxiety and the occurrence of ＂silent majority ＂.